Samer Choucair: Sela”s London Headquarters Marks Saudi Arabia”s Transition into an Exporter of Entertainment and Live Events Expertise
Investment entrepreneur Samer Choucair stated that the opening of Sela's international headquarters in London, one of the portfolio companies of Saudi Arabia's Public Investment Fund (PIF) and a principal partner of the General Entertainment Authority, represents a strategic milestone for the Kingdom's entertainment and events industry. He said the move reflects Saudi Arabia's transition from importing global entertainment concepts to exporting operational expertise and business models in the live experiences economy.
Choucair explained that the expansion goes far beyond a geographical presence, serving instead as a strategic platform to strengthen international partnerships with event organizers, rights holders, and global production companies. He noted that Sela has become one of the fastest-growing companies in the entertainment and live events sector, supported by its ability to deliver large-scale projects within short timeframes while building an operational track record that continues to attract institutional investors.
He added that the opening of the London office comes as Saudi Arabia's entertainment industry experiences rapid growth under Vision 2030. The market reached an estimated value of $2.98 billion in 2026 and is projected to expand to $5.36 billion by 2031, representing a compound annual growth rate of 12.4%.
According to Choucair, this growth reflects substantial investment in entertainment infrastructure, including major developments such as Qiddiya, entertainment districts within NEOM, and large seasonal festivals in Riyadh and Jeddah, all of which have attracted millions of visitors and strengthened Saudi Arabia's position on the global events map.
Samer Choucair said: "Sela's move into London is not a conventional operational expansion. It is a clear declaration that Saudi Arabia has become an exporter of expertise in the live experiences industry. This changes the capital allocation equation. Instead of investing only in infrastructure, institutional investors are increasingly seeking partnerships with Saudi companies that have demonstrated the ability to deliver world-class events in record time."
He explained that establishing an international headquarters carries three major investment implications for institutional investors, sovereign wealth funds, and family offices. First, it enhances Sela's ability to absorb global best practices while developing a Saudi operating model that can be exported internationally. Second, it creates a platform for strategic partnerships with British and European companies in sports and live entertainment. Third, it demonstrates the maturity of PIF's entertainment portfolio as it transitions from building assets to generating value and recycling capital.
Choucair described Sela as a comprehensive player in the experience economy, operating at the intersection of sports, entertainment, culture, and hospitality. Founded in 1997 as Saudi Arabia's first FIFA-accredited player representation agency, the company has since evolved into one of the region's leading operators of entertainment destinations and live events.
He noted that Sela's portfolio includes landmark projects such as Jeddah Superdome, the world's largest semi-permanent geodesic dome, Boulevard Riyadh City, Boulevard World, and VIA Riyadh. The company has also played a major role in organizing internationally recognized boxing events while collaborating with global organizations such as WWE and Live Nation.
Choucair added that this diversified portfolio positions Sela as an important contributor to Vision 2030's objectives of increasing household spending on entertainment while supporting a sector expected to create hundreds of thousands of jobs and increase its contribution to the national economy.
Samer Choucair said: "Investors seeking exposure to non-oil growth in the Gulf should examine the entire value chain of the experience economy—from destination development and event management to international partnerships. Sela now offers a mature operating model that can be replicated or partnered with."
He explained that the company's international expansion aligns with the Public Investment Fund's broader strategy of maximizing portfolio value and recycling capital. Companies capable of building strong operating models in emerging industries, he said, are better positioned to attract long-term institutional investment.
Choucair emphasized that entertainment and live events have become a core pillar of Saudi Arabia's economic diversification strategy rather than simply a consumer activity. The sector now encompasses destination development, event operations, audience experience technologies, and supporting infrastructure.
He acknowledged that Sela competes with major international companies such as Live Nation and AEG but argued that the company enjoys several competitive advantages, including institutional backing, privileged access to large-scale projects, and the ability to execute major events within a rapidly evolving regulatory environment. He added that its partnership with Origin Sports Group in London further strengthens its presence and competitiveness in Western markets.
Choucair noted that Sela's expansion reflects broader structural changes in the Saudi economy, including reduced dependence on oil, increased private-sector participation, and growing investment in tourism and entertainment under Vision 2030. Rising domestic and international tourism, along with changing consumer preferences, continue to support long-term demand for live experiences.
He added that maintaining an international headquarters in London gives the company greater access to global talent, strengthens relationships with international partners, and reduces dependence on the domestic market, enhancing opportunities for both regional and international expansion.
At the same time, Choucair cautioned that investors should remain mindful of several risks, including the complexity of delivering large-scale projects, competition for international talent, fluctuations in demand across the live events industry, and the need to maintain operational efficiency beyond institutional support.
Samer Choucair said: "The opportunity is real, but investors must distinguish between political momentum and sustainable operational performance. Companies that can transform government support into operational excellence and profitable international partnerships will be the ones that deliver superior long-term returns."
He added that Sela's international expansion creates numerous investment opportunities, including partnerships with global production companies, development of new entertainment destinations both inside and outside Saudi Arabia, investment in supporting infrastructure such as hotels, transportation, and event technologies, as well as potential participation by institutional investors in future fundraising rounds or public listing opportunities.
Choucair explained that the next phase will determine Sela's ability to balance international expansion while maintaining its central role in Saudi Arabia's flagship national projects. He emphasized that the long-term success of the model will depend on building a diversified portfolio of projects capable of generating both operational returns and sustainable long-term value.
Concluding his remarks, Samer Choucair said that Sela's evolution represents a microcosm of Saudi Arabia's broader economic transformation—from an economy built primarily on natural resources to one developing globally competitive capabilities in high-value industries.
He concluded that investors who recognize the transformation taking place in Saudi Arabia's live experiences economy at an early stage will be better positioned to benefit from future opportunities as the entertainment sector moves from its foundation-building phase into one of international expansion and strategic export.